84 test bank for basic marketing research 4th edition

84 Test Bank for Basic Marketing Research 4th Edition

Mutiple Choice Questions
Which of the following is NOT a characteristic of a marketing information
system?
1.

A) structured problems

2.

B) use of reports

3.

C) information displaying restricted

4.

D) can improve decision making by using "what if" analysis

5.

E) can improve decision making by clarifying new data

According to the text, the most common entry-level position in the
marketing research industry for people with bachelor's degrees is
________.
1.

A) assistant project director

2.

B) project director

3.

C) operational supervisor

4.

D) research analyst

5.

E) account executive

All of the following are steps involved in the data-preparation stage of
collected data EXCEPT:
1.

A) editing.

2.

B) coding.

3.

C) transcribing.

4.

D) collecting.

5.

E) initial inspection.


According to the text, most of the research suppliers are ________.
1.

A) multinational operations

2.

B) Fortune 500 operations

3.

C) foreign operations

4.

D) small operations

5.

E) 501(c)(3) organizations

According to the text, which of the following organizations was
recognized as the largest global research firm based on global research
revenues?
1.

A) IMS Health Inc.

2.

B) Arbitron Inc.

3.

C) Nielsen

4.

D) Synovate

5.

E) GfK SE

A formalized set of procedures for generating, analyzing, storing, and
distributing pertinent information to marketing decision makers on an
ongoing basis is called a(n) ________.
1.

A) transactions processing system

2.

B) formal system

3.

C) marketing information system

4.

D) expert system

5.

E) research directorate

Which of the following stakeholders is NOT mentioned as being affected
by marketing research activities?
1.

A) the government


2.

B) the client

3.

C) the respondent

4.

D) the public

5.

E) the marketing researcher

Which of the following statements is most TRUE about marketing
research?
1.

A) Marketing research follows an unpredictable path.

2.

B) Marketing research is systematic.

3.

C) Marketing research cannot be planned.

4.

D) All of the answer selections are FALSE.

5.

E) A and C are both true.

Which of the following is the more common of the forms of research and
is undertaken by virtually all marketing firms?
1.

A) problem-solving research

2.

B) problem-identification research

3.

C) problem-manipulation research

4.

D) problem-correction research

5.

E) problem exception

Which of the following is NOT mentioned as a limitation of social media
for conducting marketing research.
1.

A) objectivity standards for social media are lower

2.

B) self selection bias

3.

C) advocacy bias

4.

D) expressive bias

5.

E) all of these are mentioned as limitations


________ research is undertaken to help identify problems that are not
necessarily apparent on the surface and yet exist or are likely to arise in
the future.
1.

A) Problem-solving

2.

B) Problem-identification

3.

C) Problem-manipulation

4.

D) Problem-correction

5.

E) Problem exception

The services of full-service suppliers can be categorized into all of the
following types of services EXCEPT:
1.

A) syndicated services.

2.

B) environmental services.

3.

C) customized services.

4.

D) Internet services.

5.

E) B and D

According to the text, ________ research is typically used to assess the
environment and diagnose problems.
1.

A) problem-solving

2.

B) problem-manipulation

3.

C) problem-identification

4.

D) problem-correction

5.

E) problem exception

An information system that enables decision makers to interact directly
with both databases and analysis models is called a(n) ________.
1.

A) transaction processing system

2.

B) decision support system

3.

C) expert system

4.

D) marketing information system

5.

E) information load

Companies whose primary service offering is their expertise in collecting
data for research projects are called ________.
1.

A) field services

2.

B) Internet services

3.

C) coding and data entry services

4.

D) data analysis services

5.

E) research directorates

An advanced form of decision support system, called ________, uses
artificial intelligence procedures to incorporate expert judgment.
1.

A) management information systems

2.

B) transaction processing systems

3.

C) expert systems

4.

D) marketing information systems

5.

E) total quality management

All of the following are characteristics that describe a decision support
system EXCEPT:
1.

A) can improve decision making by clarifying new data.

2.

B) unstructured problems.

3.

C) use of models.

4.

D) adaptability.

5.

E) both A and B


Which of the following marketing research firms does NOT offer
customized services?
1.

A) Synovate

2.

B) Westat

3.

C) Burke, Inc.

4.

D) Field Work Chicago, Inc.

5.

E) both B and D

All of the following are important components of a decision support
system EXCEPT:
1.

A) hardware and a communication network.

2.

B) model base.

3.

C) software base.

4.

D) data entry procedures.

5.

E) DSS user.

The marketing chief of Fossil is considering the introduction of a super
functional, fashionable wristwatch for men and women priced at $99. For
this, he decided on 30 telephonic interviews from their customer
database, 50 valid survey responses from individuals whose income is
greater than $60,000 and 2 focus-groups. To which of the six steps of the
marketing research process do the actions of the marketing chief for
Fossil fall into?
1.

A) defining the problem

2.

B) developing an approach to the problem

3.

C) doing analysis

4.

D) doing fieldwork or collecting data

5.

E) formulating the research design


All of the following represent main methods used by syndicated services
to collected data EXCEPT:
1.

A) focus groups.

2.

B) surveys.

3.

C) panels.

4.

D) scanners.

5.

E) audits.

Researchers enter the realm of the decision maker when they ________.
1.

A) make an appointment no less than 2 weeks in advance

2.

B) state the facts

3.

C) send an invoice for professional services they have redeemed

4.

D) explain the research design

5.

E) give justification for a recommended course of action over others

Outside marketing research companies hired to supply marketing
research data are called ________.
1.

A) horizontal suppliers

2.

B) vertical suppliers

3.

C) external suppliers

4.

D) internal suppliers

5.

E) full-service suppliers

Which of the following is NOT considered an uncontrollable
environmental factor?
1.

A) competition

2.

B) social and cultural factors

3.

C) political factors


4.

D) promotion

5.

E) economy

Which of the following classifications of marketing research involves
going below the surface to identify the true underlying problem that the
marketing manager is facing?
1.

A) problem-solving

2.

B) problem-manipulation

3.

C) problem-correction

4.

D) problem-identification

5.

E) problem exception

A marketing research project is warranted when ________.
1.

A) the required information is already in the organization

2.

B) the decision which the research addresses has already been made

3.

C) the research will be used for gaining political ends

4.

D) time or money are not available in adequate amounts

5.

E) the cost of the research is less than its eventual benefits

Research undertaken to help solve specific marketing problems is called
________.
1.

A) problem-solving research

2.

B) problem-manipulation research

3.

C) problem-identification research

4.

D) problem-correction research

5.

E) problem exception


Problem-identification research is typically used to address all of the
following topics EXCEPT:
1.

A) market share.

2.

B) short-range forecasting.

3.

C) long-range forecasting.

4.

D) pricing.

5.

E) market potential.

In order to compare the national retailers' success in selling its brands of
digital cameras with the national retailers' success in selling traditional
camera equipment, the marketing manager for Sony decided to use the
billing information Sony has for these national retailers. This information
is fed into spreadsheets formatted in tabular form and updated
continuously as accounts change. In doing so, the marketing manager for
Sony utilized which one of the following?
1.

A) a rolling audit

2.

B) a functional system

3.

C) an expert system

4.

D) a decision support system

5.

E) a marketing information system

Companies that collect and sell common pools of data designed to serve
information needs that a number of clients share are called ________.
1.

A) environmental services

2.

B) customized services

3.

C) syndicated services

4.

D) Internet services

5.

E) field services


Which of the following is NOT a form of interviewing in the data collection
stage of the research process?
1.

A) telephone interviewing

2.

B) mail interviewing

3.

C) electronic interviewing

4.

D) observational interviewing

5.

E) personal interviewing

All of the following are examples of topics typically addressed by
problem-solving research EXCEPT:
1.

A) segmentation.

2.

B) product.

3.

C) promotion.

4.

D) market share.

5.

E) pricing.

All of the following are mentioned in the text as steps to take to prepare
for a career in marketing research EXCEPT:
1.

A) acquire computer and Internet skills.

2.

B) obtain any work experience.

3.

C) take courses in statistics and quantitative methods.

4.

D) acquire effective written and verbal communication skills.

5.

E) think creatively.

If an outside agency was brought in to conduct work for a research

project after the first three steps in the marketing research process were
completed, which step would the agency conduct?
1.

A) define the problem


2.

B) develop an approach to the problem

3.

C) formulate the research design

4.

D) correct the problem

5.

E) doing fieldwork or collecting data

The first step in any marketing research project is to ________.
1.

A) define the problem

2.

B) develop an approach to the problem

3.

C) formulate the research design

4.

D) correct the problem

5.

E) excise the problem

All of the following are considered to be controllable marketing variables
EXCEPT:
1.

A) competition.

2.

B) pricing.

3.

C) promotion.

4.

D) distribution.

5.

E) product.

Marketing research departments located within a firm are called ________.
1.

A) internal suppliers

2.

B) horizontal suppliers

3.

C) virtual suppliers

4.

D) external suppliers

5.

E) smart zones


Marketing research involves all of the following regarding information
EXCEPT:

1.

A) identification.

2.

B) collection.

3.

C) analysis.

4.

D) manipulation.

5.

E) dissemination.

ABC is a company which is involved in selling data that is designed to
serve information needs of firms like PepsiCo and Coca-Cola. The data are
primarily collected through surveys, purchase and media panels and
scanners. What kind of service does ABC provide in the marketing
research industry?
1.

A) internet service

2.

B) data analysis service

3.

C) limited-service suppliers

4.

D) coding and data entry services

5.

E) syndicated services

Which of the following is NOT a step in the marketing research process?
1.

A) problem definition

2.

B) problem correction

3.

C) research design formulation

4.

D) report generation and presentation

5.

E) data preparation and analysis


True - False Questions
The U.S. accounts for 60 percent of the marketing research expenditures
worldwide.
1.

True

2.

False

Marketing research departments located within a firm are called internal
suppliers.
1.

True

2.

False

A formalized set of procedures for generating, analyzing, storing, and
distributing pertinent information to marketing decision makers on an

ongoing basis is called a marketing information system.
1.

True

2.

False

Data analysis services perform services that include editing competing
questionnaires, developing a coding scheme, and transcribing the data
onto diskettes or magnetic tapes for input into the computer.
1.

True

2.

False

Unstructured problems and the use of models are characteristics that
describe a decision support system.
1.

True

2.

False

The book advocates the use of social media to replace the traditional
ways in which research is conducted.
1.

True

2.

False

Problem-solving research is undertaken to help identify problems that are
not necessarily apparent on the surface and yet exist or are likely to arise
in the future.
1.

True

2.

False

Expectations about objectivity among bloggers and other social media
users are lower.
1.

True

2.

False

Research undertaken to help solve specific marketing problems is called
problem-solving research.
1.

True

2.

False

Companies that collect and sell common pools of data designed to serve
information needs that a number of clients share are called syndicated
services.
1.

True

2.

False

Companies whose primary service offering is their expertise in collecting
data for research projects are called coding and data entry services.
1.

True

2.

False


Focus groups represent the main method by which syndicated services
collect data.
1.

True

2.

False

The first step in any marketing research project is to formulate the
research design.
1.

True

2.

False

Problem-identification research is the more common of the forms of
research and is undertaken by virtually all marketing firms.
1.

True

2.

False

Pricing, promotion, and distribution are all considered controllable
marketing variables.
1.

True

2.

False

Problem-identification research involves going below the surface to
identify the true underlying problem that the marketing manager is facing.
1.

True

2.

False

Competitive intelligence (CI) may be defined as the process of enhancing
marketplace competitiveness through a greater understanding of a firm's
competitors and the competitive environment.
1.

True

2.

False


Social media embody social computing tools commonly referred to as
Web 1.0.
1.

True

2.

False

Formulating an analytical framework along with models, research
questions, hypotheses, and the information needed are included in
developing an approach to the problem.
1.

True

2.

False

According to the text, the Nielsen Co. was recognized as the largest global
research firm based on global research revenues.
1.

True

2.

False

Cymphony is mentioned as a marketing research firm specializing in
social media research.
1.

True

2.

False

Collecting and analyzing data are steps involved in the data-processing
stage.
1.

True

2.

False

According to the text, most of the research suppliers are Fortune 500
operations.
1.

True

2.

False


The ability to improve decision making by using "what if" analysis is a
characteristic of a marketing information system.
1.

True

2.

False

Market share is an example of a topic typically addressed by problemsolving research.
1.

True

2.

False

The services of full-service suppliers can be categorized into syndicated,
customized, and Internet services.
1.

True

2.

False

Telephone, mail, personal and electronic interviewing are forms of
interviewing in the data collection stage of the research process.
1.

True

2.

False

An information system that enables decision makers to interact directly
with both databases and analysis models is called a decision support
system.
1.

True

2.

False

Outside marketing research companies hired to supply marketing
research data are called external suppliers.

1.

True

2.

False


According to the text, problem-solving research is typically used to
assess the environment and diagnose problems.
1.

True

2.

False

Competitive intelligence (CI) may sometimes use ethically questionable
procedures as the end justifies the means.
1.

True

2.

False

Problem-identification research is typically used to address pricing

issues.
1.

True

2.

False

Selecting an outside supplier is always done with a formal "request for
proposal."
1.

True

2.

False

An advanced form of decision support system, called expert systems,
uses artificial intelligence procedures to incorporate expert judgment.
1.

True

2.

False

Hardware and a communication network are recognized as important

components of a decision support system.
1.

True

2.

False


According to the text, the most common entry-level position in the
marketing research industry for people with bachelor's degrees is
assistant project director.
1.

True

2.

False

Synovate, Westat, and Burke, Inc. are examples of marketing research
firms that offer customized services.
1.

True

2.

False

Promotion is considered an uncontrollable environmental factor.
1.

True

2.

False


Free Text Questions
In a short essay, discuss the characteristics of full-service marketing
research suppliers and describe three types of these full service
suppliers. Include a description of the various services offered by each
type of supplier to support your answer.
Answer Given

Full-service marketing research suppliers offer the entire range of marketing
research services, from problem definition to report preparation and presentation.
The services of these suppliers can be further broken down into syndicated
services, customized services, and Internet services. a. Syndicated services these companies collect and sell common pools of data designed to serve
information needs that a number of clients share. Surveys, panels, scanners, and
audits are the main means by which these data are collected. b. Customized
services - these companies offer a variety of marketing research services
customized to suit a client's needs. Each research project is designed to meet the
unique needs of the client. c. Internet services - these services are offered by
several marketing research firms including some who have specialized in
conducting marketing research on the Internet, for example, Harris interactive.

Traditionally, marketing researchers were responsible for assessing
information needs and providing the relevant information, whereas
marketing decisions were made by the managers. Discuss why the roles
of marketing managers and marketing researchers are changing.
Answer Given

These roles are changing and marketing researchers are becoming more involved
in decision making, whereas marketing managers are becoming more involved
with research. This trend can be attributed to better training marketing managers,
the Internet and other advances in technology, and a shift in the marketing
research paradigm where more and more marketing research is being undertaken
on an ongoing basis rather than in response to specific marketing problems or
opportunities.

In a short essay, describe the characteristics of a marketing information
system and discuss how it differs from a decision support system.
Answer Given


a. A marketing information system (MIS) is a formalized set of procedures for
generating, analyzing, storing, and distributing information to marketing decision
makers on an ongoing basis. MIS is differentiated from marketing research in that
it is continuously available. MIS is designed to complement the decision maker's
responsibilities, style, and information needs. The power of MIS is in the access it
gives managers to vast amounts of information, combining production, invoice,
and billing information with marketing intelligence, including marketing research. b.
Developed to overcome the limitation of MIS, decision support systems have builtin flexibility that allows decision makers to interact directly with databases and
analysis models. A decision support system (DSS) is an integrated system
including hardware, a communications network, database, model base, software
base, and the DSS user who collects and interprets information for decision

making. DSSs differ from MISs in that they combine the models and analytic
techniques of traditional marketing research with each access and retrieval of
MISs. Well-designed DSSs adapt to the decision-making needs of the user with
easy interactive processes. In addition to providing easy access to data, DSSs
can also enhance decision-making effectiveness by using "what-if" analysis.

In a short essay, discuss the differences between problem-identification
research and problem-solving research. Include a description of
situations in which each type of research would be most appropriate.
Answer Given

Problem-identification research involves going below the surface to identify the
true underlying problem that the marketing manager is facing. It may be designed
to estimate market potential, market share, brand or company image, market
characteristics, sales analysis, short-range forecasting, long-range forecasting, or
to uncover business trends. Problem identification is the more common of the two
forms of research and is undertaken by virtually all marketing firms. This type of
research is used to assess the environment and diagnose problems. Once a
problem or opportunity has been identified, a firm undertakes problem-solving
research to address the problem. Problem-solving research addresses many
topics, including segmentation, product, pricing, promotion, and distribution.
Problem-identification research and problem-solving research go hand in hand,
and a given marketing research project may combine both types.

In a short essay, list and discuss the six steps in the marketing research
process.
Answer Given

Step 1: Defining the Problem - the first step in any marketing research project is to
define the problem. Researchers accomplish problem definition through

discussions with the decision makers, interviews with industry experts, analysis of


secondary data, and some qualitative research, such as focus groups. Step 2:
Developing an approach to the problem - this includes formulating an analytical
framework and models, research questions, and hypotheses. This process is
guided by the same tasks performed to define the problem. Step 3: Formulating a
research design - a research design is a framework or blueprint for conducting the
marketing research project. It details the procedures needed to obtain the required
information. A study may be designed to test hypotheses of interest or determine
possible answers to the research questions, both of which contribute to decision
making. Step 4: Doing fieldwork or collecting data - data collection is
accomplished using a staff that operates in the field. Fieldwork involves personal,
telephone, mail, or electronic interviewing. Proper selection, training, supervision,
and evaluation of the field force are essential to ensure high-quality data
collection. Step 5: Preparing and analyzing data - data preparation involves dataprocessing steps leading up to analysis. This includes the editing, coding, and
transcribing of collected data. This entire process must then be verified for
accuracy. The results are interpreted in order to find conclusions related to the
marketing research problem. Step 6: Preparing and presenting the report - the
entire project should be documented in a written report that addresses the specific
research questions; describes the approach, the research design, data collection,
and data analysis procedures; and presents the results and the major findings.

In a short essay, describe the stages of developing a career in the
marketing research industry. List at least four steps a student should take
in order to properly prepare for a career in the marketing research
industry.
Answer Given

a. A career in research often begins with a supervisory position in fieldwork or

data analysis. With experience, the researcher moves up to project management
positions, resulting in director and eventually in a vice president-level position. The
most common entry-level position in the research industry for people with
bachelor's degrees is operational supervisor. Those with MBA or equivalent
degrees are likely to be employed as project managers. A researcher entering the
profession on the client side would typically begin as a junior research analyst
(BBAs) or research analyst (MBAs).